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Increasing Social Media Engagement for Hotels
In this blog, I’ll give explain why social media presence is so important in 2022 and I’ll give you some tools that can help you increase the engagement on your social media account for organic content.
As of January 2022, there are more than 4.62 billion social media users, this is equal to 58.4% of the total world population. Although each user does not equate to one person, as many people have multiple accounts. Some social media platforms that exist today are Facebook, Instagram, Youtube, LinkedIn, TikTok, WhatsApp, and many more. But having an account on any of these platforms and posting content is not enough.
In fact, you will need to have a social media marketing strategy to include SMART goals, your target customer, and the right social media platform to reach that customer. Once these are decided you can start working on the content and engagement for your social media account.
Remember, it is better to have one platform and keep it up to date with regular content than having many platforms and poor perform on all of them. By choosing to be present on the right platform there will be a natural interest from potential customers to follow your business account.
What is social media engagement?
Social media engagement refers to all the interactions a customer has with the content on your account, for example when they like your social media posts, when they share your content, saving your posts, leaving a comment, etc. You can also engage with the customer by replying to their comments and giving them the information they may need, it is about creating a long lasting relationship online.
What can you do to increase engagement on your organic posts?
To increase the engagement on social media account you will need to know what the current levels of engagement are on your account so you can keep a track of this and improvements over a period of time.
There are 4 very important actions you can take to increase social media engagement:
1. Brand personality: Decide what tone of voice you would like your brand to have on social media. It has to be in line with your brand but consider that a more personal tone of voice could mean more engagement with your account. When customers are on their phone there is already the technology/phone barrier between your brand and the user so try to make things more personal by publishing content like “You asked, and We listened, see our new brunch menu available from this weekend” rather than “Here is the new brunch menu available from this weekend”. It is the same information, but the first example is a lot more personal and open to interaction.
2. Real content: Try sharing real pictures and videos of your hotel rather than online stock photos. Users can notice the difference and although the prefer very good quality photos or video they also like them to be real.
3. Interact with your customer: This is vital, ask their opinion whenever possible and this is now easier than ever before with platforms like Facebook and Instagram poll widgets that you can add to your stories and you can almost instantly know what your customer think of certain idea or product. Interacting with your customers online is extremely important, answer their comments, even if it is to say “Thank you for your comment” they will feel listened, and it will encourage more customers to leave comments on your posts.
4. Timing: Know when your customer is more likely to be online and schedule your content to be published at those times.
Some social media platforms have tools that can allow you to schedule your posts and give you insights like Facebook & Instagram but there are other tools that offer a complete social media marketing solution like Hootsuite, Sprout Social, Loomly, Buffer, Social Pilot, and many more.
In 2022 is essential to remember that it is not enough to put up content on a platform, pots have to be meaningful to the customer so it can create impressions and therefore engagement with your account.
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Written by Fernanda Pinate
Very informative Fernanda, you are correct that brand personality and timing are very important. I also believe in varied content and planning a social media calendar to ensure all aspects of your hotel product are showcased.
ReplyDeleteVery informative blog Fernanda, thanks for sharing. I think so many hotels want to increase their engagement on their organic posts so they don’t have to spend money from their marketing budget. The organic posts are important as they reach the customers that already follow the property so they are low-hanging fruit. Getting these customers to engage their friends is important also. In the opening paragraph I notice some stats, Just make sure to reference your statistics. Overall I really enjoyed your blog and look forward to your next one.
ReplyDeleteFernanda your blog is very accessible and provides some great insights into the engagement topic for the hotel industry. Your 4 pointer actions are spot on in portraying your brand personality, devising real content , customer interaction and timing to gain a competitive edge over others.
ReplyDeleteReally interesting post. I totally agree with your point on interacting with customers! Knowing your audience is crucial to all businesses 🙌🏼
ReplyDeleteFernanda this is a very interesting read and your tips are very valid. In your blog, you very much get the point across that a hotel needs to have a strategy for its social media channels and there has to be thought put into postings, setting the correct tone and portraying the right brand personality online. It is key for hotels to know their customer and tailor the correct messages for each of their target audiences. As you mention there are analytical tools out there along with platforms that can help you manage the timing of your posts that will assist you with delivering the right social media strategy for your hotel. In this current climate, it is no longer good enough to just randomly put content on your social media channels without analysing your customer data and having a strategy and goals in place.
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